Building awareness during a global pandemic

When asked by New Realm Brewing to promote their new canned to-go beer offering, we wanted to embrace the cultural context of being stuck in the middle of a global pandemic directly vs the tired 'together we’ll see this through' messaging that's every brand was running with.

The king of social distancing

So to stand out and gain awareness among social distancers that New Realm’s delicious beer is worth coming out of hiding for, we reframed Bigfoot as the world’s best social distancer who just hasn’t been offered the right beer and a safe and comfortable bar to enjoy it at.

Expert RESEARCH

We teamed up with Bigfoot experts to select a beer based on Bigfoot's reported diet–New Realm’s Hazy Like A Fox IPA and its hop aromatics with hints of ripe fruit like pineapple and fresh-squeezed oranges.

We pulled data from photographs, footprints and an actual buttocks impression (yep) collected at Dry Creek outside of Walla Walla, WA to design a barstool and bar to Bigfoot’s reported proportions—a stool seat with a circumference of 27 inches, height of 5 feet tall, and the bar top nearly 8 feet tall.

Then we put the beer and world’s first Bigfoot-sized bar deep in the North Georgia woods, a known hotspot for Bigfoot activity, and surrounded it with wildlife cameras for a 24hr Live Stream.

THEN NOTHING HAPPENED

The event was picked up by craft beer blogs, Bigfoot influencers, and fans all over the country–with Bigfoot believers and experiencers weighing in.

We then expanded the search. After the LIVE Stream wrapped, we posted the schematics for the Bigfoot Bar on social so New Realm beer lovers and Bigfoot enthusiasts everywhere could build their own in an attempt to lure out the myth.

Sure, New Realm constructed the first bar built to Bigfoot’s exact specification based on expert analysis and the activation gained awareness of New Realm’s to-go offering across social and PR, in a whole new way during a global pandemic…but Bigfoot never showed up.

Nope. There was absolutely no evidence of Bigfoot gathered or observed in any way. Bigfoot is not real. Obviously. Nothing more to say here.